Methods systems and articles of manufacture for modifying user interaction with online banking site

ABSTRACT

Data of prior online banking sessions is logged or stored and analyzed to identify online banking action patterns and pages or screens of an online banking website used to execute the actions. User profile data associated with executed actions is also identified. User profile data may involve the computing device used to access the site, location and/or temporal data such as date, time and frequency. When profile data of a current online banking session is received, rules dictating how the user interface of the online banking website can be selectively modified are accessed and applied to identify a page or screen to be presented to the user thus bypassing at least one intermediate page or screen that would have otherwise been presented to the user navigating the online banking website according to its pre-defined structure.

SUMMARY

Embodiments are directed to dynamic and adaptive online banking systems,methods and products, and such systems, methods and products thatpredict how a user will interact with an online banking website tomodify a user's interaction with the online banking website.

Embodiments are also directed to providing a dynamic online bankingexperience to users of a static online banking website having apre-defined and fixed user interaction structure.

Embodiments are also directed to aggregating and analyzing data ofonline banking actions to identify recurring or repeating online bankingactions or patterns, which are used to modify user interactions with theonline banking website during subsequent online banking sessions.

Embodiments are also directed to selectively modifying or changing howusers interact with online banking websites. Such modifications orchanges can be implemented by creation of one or more new websites ortransforming the original website into one or more modified websites,and a new or modified website that is selected according to embodimentsmay be temporarily presented to the user depending on user profile data.Modifications or changes may also be implemented by maintaining thestructure and sequence defined by the online banking website and insteaddirecting the user to a screen or page that is out of sequence comparedto the sequence defined by the online banking website, thus jumping orbypassing one or more intermediate screens that would have normally beenclicked through by the user in order to reach the screen or page.

Further embodiments are directed to intelligent online banking systemsthat can adapt to how and when a user accesses an online banking websiteand that learn from indirect and direct user feedback to adjust howinteractions are modified in the future.

Yet other embodiments are directed to eliminating the need to navigatevarious pages or screens of the online banking website in order to reacha particular page or screen to execute a desired online banking actionby predicting which page is needed for an action to be performed andskipping or bypassing intermediate pages that are not used for thataction.

Embodiments are also directed to automatically directing the user to aparticular page or screen of the online banking website without the userrequesting the particular page or screen and without the use of abookmarking mechanism of a browser.

Further embodiments are directed to predicting which online bankingactions will be executed or predicting which page or screen will beaccessed for execution of an online banking action and bypassing screensor pages of the online banking website that the user would otherwiseclick through in order to reach the page or screen for executing theaction. One embodiment is directed to determining which page of anonline banking website to present to a user, other than a home page,following the user logging into the financial account.

Embodiments are also directed to a rule-based determinations regardingto which page or screen of an online banking website a user should bedirected.

Embodiments are also directed to using user profile data or dataassociated with how, when and where access to the online banking websitewas established or other circumstances involving the user applicable orthat existed in the past when the user previously executed onlinebanking actions. This is used to determine which pages or screens of theonline banking website will be presented to the user during a currentonline banking session and based at least in part upon the access, userprofile or circumstances applicable to the current online bankingsession.

Embodiments are also directed to analyzing how users interacted withonline banking websites in the past to determine how their interactiveexperienced can be modified in the future. One embodiment is directed topredicting which page of an online banking website will be utilized byanalyzing user profile data for the current online banking session andresults of analysis of prior online banking session data indicatingwhich actions were performed or which pages were executed to performthose actions and associated prior user profile data.

Yet other embodiments are directed to enabling a user to complete anonline banking action more quickly and eliminating the need to navigateor click through at least one page or screen of the online bankingwebsite to reach a page or screen predicted to be needed by the user.

Additional embodiments are directed to presenting a page or screen to auser of an online banking website during an online banking session whenthat page or screen was not requested by the user during that onlinebanking session.

One embodiment is directed to a computer-implemented method forpredicting or determining which page or screen of an online bankingwebsite should be presented to a user accessing a financial accountthrough the online banking website, which has a pre-defined interactionstructure. The method is performed by a computer, which may be acomputer of a financial institution at which the user as the account oran intermediate computer in communication with and between a user'scomputing device and a financial institution computer. The methodcomprises the computer analyzing logged data of prior online bankingsessions. The logged data analysis results in the computer identifying apage or screen of the online banking website accessed by the user toexecute a recurring online banking action during respective differentonline banking sessions and respective user profile data associated withthe recurring online banking action. The method further comprises, whenthe user engages in a current online banking session (after the user haslogged out of a prior online banking session), the computer comparinguser profile data of the current online banking session and logged userprofile data from prior online banking sessions. When the user profiledata of the current online banking session matches logged user profiledata, the computer presents the identified page or screen associatedwith the logged user profile data to the user such that at least oneother page or screen of the pre-defined interaction structure that wouldhave been presented to the user while navigating to the identified pageor screen is bypassed. In this manner, a prediction about what page orscreen the user will want allows for a shortcut to the identified pageor screen after the user has logged in rather than requiring the user tonavigate through one or multiple other intermediate pages or screens inorder to eventually reach the identified page or screen.

A further embodiment is directed to a computer-implemented method forpredicting which page or screen of an online banking website to presentto a user accessing a financial account through the online bankingwebsite having a pre-defined interaction structure and comprises acomputer analyzing logged data of prior online banking sessions andidentifying a recurring online banking action performed during multipleonline banking sessions based at least in part upon analyzing loggeddata. The method further comprises the computer identifying a page orscreen of the online banking website that was accessed by the user toexecute the recurring online banking action, and identifying userprofile data associated with the recurring online banking action. Themethod further comprises generating or updating a rule indicating thatthe user should be directed to the identified page or screen when userprofile data of a subsequent online banking session matches the userprofile data of the generated or updated rule. Rule and user profiledata can be stored in a data store, database or table for subsequentcomparisons and processing during subsequent online banking sessions.

In yet another embodiment, a computer-implemented method for predictingwhich page or screen of an online banking website to present to a useraccessing a financial account through the online banking website havinga pre-defined interaction structure comprises a computer determiningthat the user has logged into the financial account to initiate acurrent online banking session and receiving or determining user profiledata of the current online banking session. The method further comprisesthe computer performing a comparison of the received or determined userprofile data and user profile data recited in a plurality of rules andidentifying an applicable rule of the plurality of rules based at leastin part upon the comparison. The computer directs the user to a page orscreen of the online banking website based at least in part upon theapplicable rule without the user requesting to be directed to the pageor screen.

Other embodiments are directed to computer program products comprising anon-transitory computer readable storage medium embodying one or moreinstructions executable by a computer hosting an online banking websiteto execute computer-implemented processes for determining or predictingwhich page or screen of the online banking website to present to a useraccessing a financial account through the online banking website havinga pre-defined interaction structure.

Yet other embodiments are directed to systems configured to determine orpredict which page or screen of the online banking website to present toa user accessing a financial account through the online banking websitehaving a pre-defined interaction structure. System embodiments comprisea computer configured to implement embodiments and to execute articlesof manufacture or computer program products.

In a single or multiple embodiments, if user profile data of the currentonline banking session does not match logged or stored user profiledata, then no modification is made and the computer presents the onlinewebsite to the user as is, or in its normal, pre-defined configurationor pre-defined sequence, such that the user navigates to the pre-definedinteraction structure without bypassing any pages or screens of thepre-defined interaction structure as the user did in the past. Forexample, after the user goes to the online website and enters a usernameand password or other credentials into a login page, the user isdirected to a home page of the online banking website where the user canselect various links or menu options to be directed to other pages orscreens involving, for example, account summary, payments, transfers,credit card, loans, etc. Thus, when there is no match, the usernavigates the online banking website as the user has done in the past,whereas when there is a match, the user may be directed to a particularscreen or page after log in (e.g., immediately after log in), bypassingvarious intermediate pages or screens such that the identified page orscreen is the next page or screen presented to the user after the userlogs into the financial account. Thus, after the user logs into thefinancial account through the online banking website, the identifiedpage or screen can be presented to the user before any other page orscreen of the online banking website is presented to the user and beforethe home page. Online banking and user profile data for additional orother online banking sessions of different times may also be logged andanalyzed to identify other pages or screens that are selected as beingpresented to the user for different circumstances based on theadditional or other user profile data.

In a single or multiple embodiments, data of multiple online bankingsessions is analyzed to identify a recurring online banking action thatoccurred during those multiple sessions, and the page or screen that wasutilized to execute the same online banking action is identified as apage or screen to be presented to the user based on pre-determinedcriteria. For example, in one embodiment, the pre-determined criteria isa number of instances of the action during different online bankingsessions, and in one embodiment, a particular action is identified asthe recurring online banking action when the action occurred in threedifferent online banking sessions.

Embodiments may involve analyzing logged data to identify one ormultiple recurring online banking actions. Thus, when first and secondonline banking actions are identified from data of prior online bankingsessions, embodiments may involve comparing user profile data of acurrent online banking session and determining which of multipleidentified pages or screens should be presented to the user based atleast in part upon comparing the user profile data of the current onlinebanking session and logged user profile data.

In a single or multiple embodiments, the user profile data indicates howthe user accessed the online banking website, which may involve a typeof computing device and/or network connection utilized to access theonline banking website. For example, the user profile data may indicatewhich computer or computing device or mobile communication device suchas a smartphone was utilized to access the online banking website. Asanother example user profile data may indicate a location of a computingdevice utilized to access the online banking website. Location data maybe, for example, a residence or a place of employment of the user orother location. Location data may be or may be determined based onlocation data such as an Internet Protocol (IP) address of the computingdevice and/or geographic location data provided by the user, based onlocation or address data of the financial account accessed by the user,or other location data transmitted by the computing device.

In a single or multiple embodiments, the user profile data indicateswhen the user accessed the online banking website through one or more orall of a date, time and/or frequency of accessing the online bankingwebsite. Embodiments may involve multiple types of user profile datasuch as at least two, there or more of computing device, location, date,time, and frequency data.

In a single or multiple embodiments, user profile data of the currentonline banking session is used to identify a rule that indicates whichidentified page or screen will be presented to the user after logginginto the online banking account. Embodiments may involve if-then rulessuch that if the user profile data of the current online bankingsessions is a specified type of data, then a particular page or screenof the online banking website is to be presented to the user, e.g., asthe next page or screen after the user logs into the online bankingaccount to bypass at least one intermediate page or screen that wouldhave normally been presented in the absence of application of the rule.Embodiments may involve existing rules, updating of rules as data ofonline banking actions and associated user profile data are analyzed,and generation of new rules as new recurring actions and associated userprofile data are identified.

In a single or multiple embodiments, a request for feedback is presentedto the user regarding whether the system correctly predicted the screenor page that the user would have selected for an online banking action.The feedback may confirm that the prediction was correct, and a table ordatabase can be updated reflecting that result.

Feedback may indicate that the user did not want or need that screen orpage, in which case the that feedback can be used for adaptive learningsuch that the applicable identified recurring action, rule and/or userprofile data can be marked as requiring further analysis with additionalonline banking session data. Thus, feedback can be used to indicate theaccuracy or strength of a rule, update a rule, or result in generationof a new rule.

Thus, with embodiments, the user, e.g., after logging into the financialaccount by entering a user name and password, can be directed to theidentified page or screen without a use of a browser bookmark andwithout the user requesting the identified page or screen or navigatingto the identified page or screen. Rather, with embodiments, prior onlinebanking actions and associated user profile data are identified topredict which pages or screens the user needs given a particular set ofcircumstances and can direct the user to that page or screen directlyfrom an early stage page or screen such as a login page or screen,without requiring the user to navigate intermediary pages or screensthat would otherwise have to be navigated utilizing the pre-definedstructure of the online banking website.

BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing and other aspects of embodiments are described in furtherdetail with reference to the accompanying drawings, wherein:

FIG. 1 is a flow diagram illustrating one embodiment of acomputer-implemented method for modifying how pages of an online bankingwebsite are presented to a user accessing an financial account throughthe online banking website;

FIG. 2 is a flow diagram illustrating one embodiment of acomputer-implemented rule-based method for modifying how pages of anonline banking website are presented to a user;

FIGS. 3A-C illustrate examples of how embodiments by automaticallydirecting a user from a login page to a page that is predicted to beutilized by the user, while bypassing at least one intermediate page ofthe online banking website;

FIG. 4 illustrates components of a system constructed according to oneembodiment in which an intermediate computer hosts an online bankingwebsite and modification module;

FIG. 5 illustrates components of a system constructed according toanother embodiment in which a computer of a financial institution hostsan online banking website and modification module;

FIG. 6 is a system flow diagram illustrating components of amodification module according to one embodiment and how online bankingsession data is logged, analyzed for recurring online banking actions,and used to select, modify or generate rules for use in predicting whichpage of an online website should be presented to a user;

FIG. 7 is a flow diagram illustrating how online banking session data isprocessed to associate or link user profile data and recurring onlinebanking actions;

FIG. 8 generally illustrates a data structure identifying types of userprofile data that can be utilized to predict which page of an onlinewebsite should be presented to a user to modify a user interface orinteraction experienced by the user while using the online bankingwebsite;

FIG. 9 is a flow diagram illustrating how one or more rules can beconfirmed, modified or generated based at least in part upon a recurringonline banking action and associated user profile data;

FIG. 10 is a flow diagram illustrating how embodiments are implementedby receiving, determining or deriving user profile data for a currentonline banking session and identifying a rule to be used to modify auser interface or interaction experienced by the user while utilizingthe online banking website;

FIG. 11 is a flow diagram illustrating how embodiments are implementedby applying the identified rule to modify a user interface orinteraction experienced by the user while utilizing the online bankingwebsite;

FIG. 12 is a flow diagram illustrating how embodiments may utilize userfeedback regarding predictions made in order to determine theeffectiveness of predictions that were made; and

FIG. 13 is a block diagram of components of a computing apparatus orsystem in which various embodiments may be implemented or that may beutilized to execute various embodiments.

DETAILED DESCRIPTION OF ILLUSTRATED EMBODIMENTS

Embodiments are directed to modifying how a user interacts with anonline banking website and serving up pages or screens for actions to beperformed that are predicted to be used or needed by a user. Withembodiments, rather than traditionally navigating through an onlinebanking website having a pre-defined interaction structure (e.g., asequential series of clicks in order to reach a certain page or screen),embodiments allow at least one screen presented after a user logs into afinancial account to be bypassed or skipped, thus allowing the user tojump directly to a screen or page of the online banking website used toexecute an online banking action that was previously executed in a prioronline banking session. For this purpose, embodiments utilize both dataof prior online banking session activity and profile data or dataassociated with one or more of how, when and from where current accessto the online banking website was established. Thus, embodiments areable to impart a dynamic and adaptive interaction experience to users ofan online banking website that is has a pre-defined, static interactionstructure.

Referring to FIG. 1, in a method according to one embodiment, at 102,the user accesses a financial account online and data of current onlinebanking session such as user profile data associated with the currentonline banking session is received. At 104, a prediction is maderegarding which screen or page of online banking website is to beaccessed by the user to execute a certain action during the currentonline banking session. The prediction is based at least in part upondata of prior online banking sessions (sessions which are no longeractive and terminated as a result of the user logging out of thefinancial account) and the data of the current online banking session.At 106, the user is directed to the predicted page or screen whilebypassing at least one page or screen that user would have otherwiseclicked or navigated through according to a pre-defined and fixedinteraction structure of online banking website to arrive at predictedpage or screen. Thus, with embodiments, the user is directed to a pageof the online banking website that is different than the home pagenormally presented to the user after the user has logged into thefinancial account.

In one embodiment, a rule-based system is utilized to identify whichscreen or page of an online banking website should be presented to theuser. In one embodiment, at 202, a determination is made that the userhas logged into a financial account to initiate online banking session,e.g., based on entering a username and password, and at 204, userprofile data of the online banking session is received or determined. At206, the received or determined user profile data is compared with userprofile data recited in a plurality of rules. At 208, a rule of theplurality of rules is identified or selected as being applicable to thecurrent online banking session based at least in part upon thecomparison, and at 210, the rule is executed or applied to identify ordetermine a page or screen of the online banking website. At 212, theuser is directed to the determined page or screen without userrequesting to be directed to page or screen, e.g., without the usersearching for or clicking a link to the page or screen.

In one embodiment, prior and current online banking session data is usedto direct the user from the login page, e.g., after the user has entereda username and password, immediately to a page or screen that was thesubject of the prediction, and which is a page or screen other than thenext or home page that would have been presented to the user accordingto the pre-defined interaction structure of the online banking website.

For example, referring to FIG. 3A, embodiments may be utilized topredict when a user will access a page 310 showing transactions 312 of achecking account such that after being presented with a login page 300and entering login information such as a username 301 and password 302,the user is immediately directed (represented by “arrow”) to the page orscreen 310 showing transactions of the checking account, thus bypassingat least one other intermediary page or screen in the process(represented by “arrow”).

As another example, referring to FIG. 3B, embodiments may be utilized topredict when a user will access a page 320 with bill pay data or links322 to bill pay data or actions such that after the login page 300 andentering login information of username 301 and password 302, the user isimmediately directed to the bill pay page 320, thus bypassing at leastone other intermediary page or screen in the process.

As yet another example, referring to FIG. 3C, embodiments may beutilized to predict when a user will access a page 330 with an accountsummary to check whether a paycheck was deposited such that after thelogin page 300 and entering login information of username 301 andpassword 302, embodiments have already determined whether the paycheckwas deposited, and in the illustrated example, the user is immediatelypresented with a message 332 indicating that the paycheck was depositedbased on the prediction that this is the reason why the user has loggedinto the financial account.

Thus, with embodiments, for example, when the user logs into thefinancial account on Date 1 (e.g., August 1), the user may be nextdirected to “Checking account transactions” after entering logininformation as shown in FIG. 3A. The user may then navigate the onlinebanking website as desired from the “Checking account transactions” pageand when completed, logs out to terminate the online banking sessionshown in FIG. 3A. The user logs in again on Date 2 (e.g., August 10),and the user is next directed to “Bill Pay” after entering logininformation as shown in FIG. 3B. The user may then navigate the onlinebanking website as desired from the “Bill pay” page and when completed,logs out to terminate the online banking session shown in FIG. 3B, andwhen the user logs in again on Date 3 (e.g., August 15), the user isdirected to “My Accounts” and is presented with a notice regardingelectronic deposit of a paycheck. The user may then navigate the onlinebanking website as desired from the “My Accounts” notification page andlogs out to terminate the online banking session shown in FIG. 3C. Thus,embodiments change the interface for different dates based onpredictions of what online banking actions a user will perform on thosedates.

While FIGS. 3A-C illustrate particular examples of predicting whichpages or actions the user will access or execute with regard to when theuser has logged in for online access to the financial account, as willbe understood in view of embodiments described in further detail withreference to FIGS. 4-13, embodiments are not so limited and may involveother types and numbers of types of “profile” data of the user topredict which page of the online banking system to serve or present tothe user.

Referring to FIG. 4, a system 400 constructed according to oneembodiment for modifying an online banking website or how a userinteracts with an online banking website comprises or involves the useror account holder 415 (generally, user 415) that has a financial account432 with a financial institution (FI) 435, and that can accessed throughan online banking (OLB) website 422. In the illustrated embodiment, acomputing device 410 of the user 415 is in communication with anintermediate computer 420 of a host 425, and the intermediate computer420 is in communication with a computer 430 of the FI 435.

In the illustrated embodiment, the intermediate computer 420 hosts anOLB program or controller (generally, OLB program 421) that manages theOLB website 422 accessed by the user 415. The OLB program 421 orintermediate computer 420 is in communication with the FI computer 430to access or receive and store data 433 of the user's account 432 withthe FI 435 such that the account data 433 can be presented through theOLB website 422 to the user 415.

While FIG. 4 illustrates the OLB program 421 hosted by the intermediatecomputer 420 and the user 415 accessing the intermediate computer 420for online access to the financial account 432, in other embodiments asshown in FIG. 5, the user 415 accesses the FI computer 430 directly, andthe FI computer 430 hosts the OLB website 422 and OLB program 421. Forease of explanation, and not limitation, reference is made to the systemshown in FIG. 4.

The user 415 is associated with a user profile or user profile data 414,which indicates how, when and/or from where the user 415 accessed theOLB website 422 and which online banking actions 424 were performedwhile the user 415 accessed the OLB website 422. For ease ofexplanation, reference is made generally to user profile data 414.

The user 415 may be an individual or corporate entity, and the user'scomputing device 410 may be a desktop computer, laptop computer, mobilecomputing or mobile communication device. For example, the user'scomputing device 410 may be a tablet computing device or a cellulartelephone or smartphone that can communicate with the intermediatecomputer 420 or a desktop or laptop computer that at the user'sresidence or place of employment. For ease of explanation, reference ismade generally to a user 415 and computing device 410, but as describedin further detail below, the type of computing device 410 utilized toaccess the intermediate computer 420 may be a type of user profile data414 that is a factor in determining which page or screen 423 of the OLBwebsite 422 is selected by the modification module 426 for presentationto the user 415 according to embodiments.

The user 415 accesses the OLB website 422 via a browser 411 executing onthe user's computing device 410 and by entering a Uniform ResourceLocator (URL) address of the OLB website 422, the contents of which areaccessed and rendered on the computing device's display 412. Browsers411 that may be utilized for this purpose include INTERNET EXPLORER,GOOGLE CHROME and MOZILLA FIREFOX browsers.

One example of a host 425 that manages intermediate computer 420 andprovides OLB website 422 is Intuit Inc., Mountain View, Calif. Users 415may have various numbers and types of accounts 432 with FIs 435including a checking account, savings account, money market account,credit card account, an account for a loan such as a mortgage, car loanor education loan. Such accounts 432 may have different types of accountdata 433 depending on the type of account 432. For example, account data433 may include balances, transactions, payments, pending payments orpayments in process and deposits and account summaries. The user 415 mayalso be able to execute various types of actions 424 through the OLBwebsite 422 such as bill pay or electronic payment of bills or loans,transferring funds from one account to another account, accessing aparticular transaction history page to confirm that a paycheck waselectronically deposited. For ease of explanation, reference is madegenerally to action 424 or action executed during an online bankingsession.

The OLB website 422 includes a set of related web pages 423 or documentsincluding content or instructions based on, for example, HypertextMarkup Language (HTML), and are accessed by the browser 411 utilizingthe Hypertext Transfer Protocol (HTTP), and in the case of onlinebanking, this may involve secure communications and encryption via HTTPSecure, or HTTPS. Pages 423 of the OLB website 422 may be organizedaccording to a pre-defined interaction structure in that the user 415must navigate through or click through certain pages 423 in a particularpre-defined sequence in order to eventually reach the desired page forexecuting an online banking action 424. Depending on the complexity andsophistication of OLB websites 422 as a result of the multitude offeatures, functionality and services provided, the per-definedinteraction structure OLB websites 422 may require the user 415 tonavigate or click through multiple and sometimes a large number of pages423 in order to eventually reach a desired page 423 to execute aparticular online banking action 424.

User computing device 410 is in communication with or operably coupledto the intermediate computer 420 via one or more networks 440 a, andintermediate computer 420 is in communication with or operably coupledto the FI computer 430 via one or more networks 440 b (generally,network 440). Examples of networks 440 that may be utilized forcommunications between system components include but are not limited toa Local Area Network (LAN), a Wide Area Network (WAN), Metropolitan AreaNetwork (MAN), a wireless network, other suitable networks capable oftransmitting data, and a combination of such networks. For ease ofexplanation, reference is made to a network 440 generally, but variousnetworks, combinations of networks and communication systems, methodsand protocols may be utilized.

FIG. 4 illustrates an example involving only one user 415 and oneaccount 432 the user 415 has at one FI 435, but it will be understoodthat embodiments may involve a single user that has one or multipleaccounts at multiple FIs, multiple users that have accounts at a FI,multiple users that have one or multiple accounts at multiple FIs, andthat the numbers of users, accounts and FIs may involve tens, hundredsand thousands of users, accounts and FIs. Accordingly, it will beunderstood that FIGS. 4-5 illustrate simplified examples of howembodiments may be implemented.

In the embodiment illustrated in FIG. 4, an interaction or UImodification module, element, program or plug-in 426 (generally,“modification module” 426) is in communication with the OLB program 421and is configured to determine how the interaction or UI 413 of the OLBwebsite 422 should be changed, modified or transformed, and when toimplement such modification or transformation based on a prediction ofwhy the user has logged into the OLB website 422. The modificationmodule 426 may part of the OLB program 421, but is shown as a separatecomponent in FIG. 4 to illustrate one possible implementation, and forease of explanation, reference is made to predictions and UI orinteraction 413 modifications being implemented by the modificationmodule 426.

The OLB program 421 and modification module 426 are in communicationwith a database, table or other data structure 427 (generally, database427), which stores account data 433 or other data processed or accessedby the OLB program 421 and data utilized and processed by themodification module 426.

Referring to FIG. 6, a system flow diagram involving components of amodification module 426 constructed and operates according to oneembodiment is illustrated and includes a data aggregation element 610,an analyzer 620 and rule engine 630. The aggregator 610 collects andstores data 602 of online banking sessions to a log 612 in the database427. The online session data 602 may include user profile data 414 anddata of pages 423 accessed and/or actions 424 performed by the user 415during prior online banking sessions using those pages 423. The analyzer620 processes the log 612 to identify online banking behavioral patternsor recurring online banking actions 424 r (“r” referring to recurringaction) and user profile data 414 r (“r” referring to user profile dataassociated with the recurring action 424 r). Data of the identifiedrecurring action 424 r and associated user profile data 414 r for or ofthat action 424 r are processed by the rule engine 630, which selects,modifies, generates or executes a rule 632. Which rule 632 is executed,and whether a rule 632 is selected, modified or generated, may depend onwhether pre-determined criteria 631 involving the recurring action 424 ris satisfied. Data processed or generated by these components is storedin the database 427 for use in analyzing data of subsequent or futureonline banking sessions during which the UI or interaction 413experienced by the user 415 is selectively modified according toembodiments.

FIG. 7 illustrates a method of aggregating and analyzing historicalonline banking session data 602 for use in determining how UI orinteractions 413 of the OLB website 422 in future online bankingsessions should be modified according to embodiments. At 702, the user415 executes the browser 411 on the user's computing device 410 andaccesses the OLB website 422. At 704, the user 415 is presented with alogin page 300 (e.g., as shown in FIGS. 3A-B) and in response, enterscredentials such as a user name 301 and password 302 to log into andgain online access to the financial account 432, thus initiating anonline banking session. At 706, the user 415 navigates various pages 433of the OLB website 422 and engages in one or more online banking actions424. The user 415 may log in and out of the financial account 430 toperform various actions thus initiating and terminating various onlinebanking sessions. This may occur over a number of days, months or years.At 708, the aggregation module 610 receives, retrieves, determines orcollects online banking session data 602, which according toembodiments, includes various pages 423 accessed and/or actions 424executed, and corresponding user profile data 414.

At 710, this data is recorded to the log 612, e.g., in a table of thedatabase 627, which is used to associate or link online banking sessiondata of the actions 424 performed and/or pages 423 viewed withcorresponding user profile data 414. For example, online banking actions424 may be viewing or accessing account summary, transaction history,completed transactions, and pending transactions, executing billpayments, scheduling or executing a bill payment, setting up a biller,transferring funds from one account to another, scheduling or executinga loan or credit card payment. User profile data 414 indicates how, whenand/or where the user 415 accessed the OLB website 422 to execute anaction 424.

The “how” aspect of user profile data 414 may indicate which computingdevice 410 or network 440 was utilized to access the OLB website 422,e.g., whether the computing device 410 was the user's home computer,work computer, a tablet computing device or a mobile communicationdevice such as a smartphone. The “when” aspect of user profile data 414may involve temporal data of when access was initiated or when theaction 424 was executed, e.g., date and time data as determined from anInternet communications or HTTP requests, or other date/time data of thecomputing device 410 or intermediate computer or transmitted by thecomputing device 410. Another type of temporal data is the frequencywith which a page 423 was accessed or action 424 executed, and asdescribed in further detail below, the analyzer 620 determines thefrequency with which the recurring action 424 r was performed. The“where” or location aspect of user profile data 414 may indicate thelocation of the user 415 and/or the user's computing device 410 when apage 423 was accessed or action 424 was executed. Location data may bedetermined by, for example, Global Positioning System (GPS) data of thecomputing device 410, an Internet Protocol (IP) address of the computingdevice 410, or location data provided by the user 415 when the user 415signed up for the financial account 432, or a previously identified ordetermined location of the computing device 410. Location data maydiffer for different computing devices 410, e.g., the user may utilize ahome computer located at a San Francisco residence, the user's workcomputer is located in Mountain View, and the user's smartphone isdetermined via GPS. Location data can be derived or estimated from an IPaddress of the computing device 410 to determine, for example, cite,state or other location data of the computing device 410.

As generally illustrated in the table 800 shown in FIG. 8, themodification module 426 associates or links online banking session datasuch as pages 423 viewed and actions performed 424 and user profile data414. While the illustrated example, the table 800 includes columns 802a-g for user profile data 414 in the form of access or action date,access or action time, access or action frequency, computing device 410identification, user 415 or computing device 410 location, action 424executed and screen 423 accessed or presented when action 424 wasexecuted for different online banking sessions, it will be understoodthat some or all of the user profile data 414 may be utilized and may beutilized in different combinations. Thus, embodiments may involvevarious combinations of date, time, frequency, computing device andlocation profile data, e.g., two, three, four or other numbers of typesuser profile data 414. Accordingly, FIG. 8 is provided as an example toillustrate how user profile data 414 of an online banking session can bereceived or determined, collected, and linked to a page 423 that wasaccessed and/or an action 424 that was executed during or when thatparticular user profile data 424 applied.

Referring again to FIG. 7, at 712, the table 800 shown in FIG. 8 orother log data structure is stored in the database 427 as necessary, andat 714, the analyzer 620 is executed to analyze the log 612 identifymultiple instances of a recurring online banking action 424 r the samepage 423 being viewed to execute the recurring online banking action 424r.

According to one embodiment, identifying a recurring online bankingaction 424 r results in the method proceeding to FIG. 9, while in otherembodiments, continuing with FIG. 7, at 716, a comparison is performedbetween the number of times the recurring action 424 r occurred or otherpre-determined criteria 631. The pre-determined criteria 631 is apre-determined minimum number or threshold number of times the action424 was executed before it can be identified or selected as a recurringaction 424 r. In another embodiment, the pre-determined criteria 631 isa pre-determined number or threshold number of times an action 424 wasexecuted within a specified period of time, e.g., the action 424 musthave occurred three times in two months in order to be identified orselected as a recurring action 424 r.

When the pre-determined criteria 631 is satisfied, at 718, the methodproceeds to FIG. 9. Otherwise, when the pre-determined criteria 631 hasnot been satisfied, steps can be repeated to gather additional onlinebanking session data until the pre-determined criteria 631 is satisfied.

Referring to FIG. 9, at 902, the pattern or recurring online bankingaction 424 r or page 432 utilized for the recurring action 424 r isidentified or extracted from the logged data 612, and at 904, themodification module 426 or rule engine 630 thereof determines the userprofile data 414 r that is associated with the recurring action(s) 424 ror page(s) 423 accessed. At 906, a database 427 or table of rules 632 isaccessed, and at 908, a rule 632 involving the associated profile data414 can be confirmed, modified or generated.

For example, confirming or maintaining a rule 632 may involvemaintaining a count of the number of times a recurring action 424 r hasbeen executed and was associated with particular user profile data 414 rsuch that the rule 623 is confirmed for future use when a pre-determinedor minimum threshold ratio 631 of the number of times an action 424 hasbeen executed and associated with the profile data 414 relative to thetotal number of times that action 424 has been executed is maintained.As another example, a rule 632 may be modified when the recurring action424 r was initially associated with first profile data 414 r, butmodified or updated to be also associated also with second or additionalprofile data 414 r, or only associated with one profile data 414 r. Forexample, this may occur when a first link between an action 424 and userprofile 414 data was made at an early stage of analyzing that action424, but as additional data was collected, the user profile data 414 ischanged or updated. As yet another example, if it is determined thatthere is no existing rule 632 associating a recurring action 424 r orscreen and user profile data 414 r, a new rule 632 is generated toreflect this extracted relationship between the identified recurringaction 424 r and associated user profile data 414 r.

Referring to FIG. 10, at 1002, during a next, subsequent or currentonline banking session (generally, current online banking session)following identification of a recurring action 424 r and associated userprofile data 414 r as described above, the user 415 executes the browser411 and accesses the OLB website 422 at 1004. At 1006, the user 415 ispresented with a login page 300 and enters credentials such as user name301 and password (e.g., as shown in FIGS. 3A-C) to initiate an onlinebanking session. At 1008, the modification module 426 receives orcaptures user profile data 414 c of the current online banking session(“c” referring to profile data for the current online banking session)and at 1010 accesses the rules 632. At 1012, the rule engine 630compares the received or captured user profile data 414 c of the currentonline banking session with segments or conditions of rules 632 havinglogged user profile data 414, e.g., within the “if” segment of rule 632structured as an “if-then” rule. At 1014, the rule engine 630 determineswhether there is a rule 632 that applies for the current online bankingsession based at least in part upon the comparison involving the userprofile data 414 c, and if so, then at 1016, the method continues toFIG. 11 for modification of the UI or interaction 413. If not, then at1018, no modification to the UI or interaction 413 experienced by theuser 415 is implemented at this time. Thus, the OLB website pages 423can be navigated according to their original pre-defined browsingstructure/page sequence as if no modification were implemented.

Referring to FIG. 11, when it is determined that there is a rule 623that applies for the current online banking session, at 1102, the ruleengine 630 that rule 632 is selected or identified as being applicableto or involving the user profile data 414 c of the current onlinebanking session to predict which page 423 of the OLB website 422 will beneeded by the user 415, and at 1104, the rule engine 630 executes thatrule 632 and provides the results or instructions to the OLB program431, or the rule engine 630 provides the identified or selected rule tothe OLB program 431 which executes or applies the rule 632, with theresult that the OLB program 431 identifies a page 423 as a result ofexecution of the rule 632 and automatically directs the user's browser411 to that identified page 423. Thus, without embodiments, the user 415would simply be directed to the home page following the login page 300,but with embodiments, the user 415 is directed from the login page 300to a different page 423 as a result of the applied rule 623. The page423 to which the user 415 is directed according to embodiments is a pageother than the next or home page following the login page 300, thusdirecting the user 415 to the page predicted to be the subject of thecurrent online banking session while bypassing at least one page orscreen that user 415 would have otherwise clicked or navigated throughto arrive at the identified page as a result of application of the rule623.

Embodiments may implement these modifications in different ways. In oneembodiment, the OLB program 431 does not modify the OLB website 422itself and instead causes the page 423 identified by application of therule 632 to be presented to the user 415 out of order compared to theOLB website 422 structure, and in embodiments described, the user 415 istaken directly from the login page 400 to that identified page 423.After being redirected to the identified page 423, the user 415 can thennavigate from that identified page 423 using the OLB website 422 as ifthe user 415 had navigated to the identified page without beingredirected to it from the login page 300.

In another embodiment, the OLB program 431 creates a temporary, modifiedversion of the OLB website 422 incorporating the result of the rule 632.The temporary, modified version is for that particular online bankingsession. For example, after the user 415 logs in and the OLB program 431receives a result or rule 632 from the rule engine 630, the OLB program431 may be triggered to make a temporary copy of the OLB website 422incorporating the page sequence change resulting from application of therule 632, and that temporary OLB website copy is then used for thatonline banking session such that the user 415 is directed from the loginpage 300 to the page that was the subject of application of the rule632. When the user 415 logs out to terminate the online banking session,the temporary OLB website can be deleted such that when the user 415logs in again, the user 415 logs into the original OLB website 422 andembodiments can be applied again to determine whether the UI orinteraction 413 with the OLB website 422 should be modified.

Further, while embodiments have been described with reference to a rule632 identifying a single page 423 and presenting that single page out oforder compared to the OLB website 422 structure, embodiments may alsoinvolve modifying the UI or interaction 413 by identifying multiplepages 423 or a sequence of pages and presenting those pages to the user415. For example, the modification module 426 may predict that when theuser 415 logs in on the first of the month, the user 415 executes asequence of actions 424 or visits a sequence of pages 423 such asviewing checking account transaction history, executing a transfer offunds, and paying one or more bills. Thus, after the user 415 logs in,the user 415 may then be directed or jump from the login page 300 to thetransaction history page, then to the funds transfer page, and then tothe bill pay page. These directions or jumps may be executedautomatically or by presenting a message or window to the user 415 fromwhich the user can select which page 423 to visit.

For example, when the user 415 is at the transaction history page, amessage may be presented to the user 415 asking the user 415 if the user415 wants to proceed to the next page 423 in the sequence such as “Doyou want to go to the funds transfer page?” and so on for other pages423 in the sequence.

In yet other embodiments, the user 415 can be given the choice of whichpage 423 in a sequence to jump to from a current page other than thehome page following the login page 300. Continuing with the aboveexample, if embodiments were applied to determine that when the user 415logs in on the first of the month, the user 415 executes actions 424 ofviewing transaction history, transfer and bill pay, the modificationmodule 426 is configured according to embodiments may cause all threepages to be presented as options such that the user 415 can select whichpage 423 to jump to next. Thus, the modification module 426 providesthis option as a result of execution of the rules 632 and independentlyof the pre-defined OLB website 322 structure. Thus, these embodiments,while not following a determined sequence, present predicted options ofwhich pages 323 to jump to according to application of one or more rules632.

Continuing with FIG. 11, at 1106, the user 451 executes online bankingaction(s) 424 using pages identified according to embodiments, and ifdesired, the user 451 can navigate the OLB website 422 from the page 423to which the user 415 was directed.

Further, if an action 424 is executed from a page 423 identified andpresented according to embodiments, this is an indicator of an accurateprediction according to embodiments, and this data can be stored in thedatabase 427, or the table 800 of FIG. 8 can be updated with “action”feedback or “indirect” feedback to reflect that an action 424 wasperformed from a predicted page 423 presented to the user 425 accordingto embodiments for future rule 632 confirmation or to determine whethera rule 632 should be modified.

Referring to FIG. 12, the modification module 426 may also requestfeedback from the user. In one embodiment, at 1202, after the user 415has been directed to the page 423 that was the subject of application ofa rule 632, the modification module 426 may present a message to theuser 415 requesting the user's feedback regarding being directed to thispage 433. The user 415 may then respond to this message with feedbackregarding the modified UI or user interaction 413. At 1204, themodification module 426 may then update the log 612 with data of thecurrent online banking session including pages 423 viewed, actions 424performed, whether a page 423 that was viewed or an action 424 that wasperformed was the subject of a prediction or application of a rule 632according to embodiments, and the associated user profile data 414. At1206, the updated or supplemented log 612 may then be analyzed again toupdate or modify an existing rule, generate a new rule, or delete aprior rule.

Further, data of the current online banking session can be added to thelog, and the pages 423 viewed or actions 424 performed can be linked orassociated with the user profile data 414 of that online bankingsession, and this supplemented log 612 may then be processed by theanalyzer 620 and rule engine 630 periodically or at pre-determinedtimes, e.g., after termination of each online banking session, toconfirm a recurring action 424 r and applicable rule 632, identify newrecurring actions 424 r, whether an action 424 r that was identified asa recurring action should no longer be categorized as such (e.g., basedon the log data no longer satisfying the pre-determined criteria), andwhether to maintain or modify a rule 632 or generate a new rule 632given a new recurring action 424 r as appropriate.

Thus, embodiments may utilize indirect and direct feedback mechanismsand/or supplement logs 612 and repeat analysis of recurring actions 424r to provide an intelligent, self-learning system that can adapt to howusers 415 utilize the OLB website 422 and to adapt to changes in user415 behavior, e.g., if the user 415 has to pay more bills throughout themonth as a result of signing up for satellite television or setting upbills that were paid by mail in the past with electronic bill paymentthrough the OLB website 422 instead.

Having described embodiments and the manner in which users 415 may beredirected to a page 423 of an OLB website 422 that is out of sequencecompared to the pre-defined navigation structure of the OLB website 422,certain examples of how embodiments may be implemented and utilized aredescribed. While these examples involving changing the OLB website UI orinteraction 413 from the point of the login page 300, it will beunderstood that embodiments are not so limited.

One example of how embodiments may be implemented involves the user 415immediately navigating to their transaction history in the pre-definedOLB website navigation structure. Thus, in this example, the recurringaction 424 r is viewing transaction history, and the user profile data414 r is temporal data of one or more of date, time and frequency of therecurring action of viewing transaction history. With embodimentslogging and analyzing data of the prior online banking sessions andgeneration or application of a rule 632 involving the pertinent userprofile data 414 r, the next time the user 415 logs in, the user 415 isimmediately directed from the login page 300 directly to the transactionhistory page, bypassing at least one intermediate page 423 (at least thehome page that is presented after the login page 300) that would haveotherwise been navigated according to the pre-defined OLB website 422structure.

Another example, of how embodiments may be implemented involves the user415 previously navigating to the bill pay page to execute an electronicbill paying on the 12^(th) of every month. In this example, therecurring action 424 r is executing a bill payment, and the user profiledata 414 r is temporal data of an action on the same date (12^(th)) ofeach month or frequency (monthly). With embodiments logging andanalyzing data of the prior online banking sessions and generation orapplication of a rule 632 involving the pertinent user profile data 414r, when the user 415 logs in next time on the 12^(th), the user 415 isimmediately directed from the login page 300 directly to the bill paypage, bypassing at least one intermediate page 423 (at least the homepage that is presented after logging in) that would have otherwise beennavigated according to the pre-defined OLB website 422 structure.

A further example of how embodiments may be implemented involves theuser 415 consistently navigating to the bill pay page to pay the samebill to the same vendor every month. In this example, the recurringaction 424 r is executing a bill payment, and the user profile data 414r is temporal data of an action on the same date of each month orfrequency (monthly). With embodiments logging and analyzing data of theprior online banking sessions and generation or application of a rule632 involving the pertinent user profile data 414 r, when the user 415logs in next time, the user 415 is immediately directed from the loginpage 300 directly to the bill pay page ready for payment to thatparticular vendor, bypassing at least one intermediate page 423 (atleast the home page that is presented after logging in) that would haveotherwise been navigated according to the pre-defined OLB website 422structure. Further, with embodiments, if the bill amount is the same,the page 423 to which the user 415 is directed can have the amount fieldalready populated with the amount of the bill to be paid.

Yet another example of how embodiments may be implemented involves theuser 415 logging in every Friday to see if their paycheck has beenelectronically deposited into the account 432. In this example, therecurring action 424 r is checking transaction history of the account432 to which an electronic paycheck deposit is to be made, and the userprofile data 414 r is temporal data of an action on the same day(Friday) of every week. With embodiments logging and analyzing data ofthe prior online banking sessions and generation or application of arule 632 involving the pertinent user profile data 414 r, when the user415 logs in the following Friday, the user 415 is immediately directedfrom the login page 300 directly to the transaction history of thatparticular account 432 to display the transaction history, bypassing atleast one intermediate page 423 (at least the home page that ispresented after logging in) that would have otherwise been navigatedaccording to the pre-defined OLB website 422 structure. In contrast, ifthe user 415 were to log in on Thursday or Saturday, embodiments wouldnot result in directing the user 415 from the login page 300 to thetransaction history for that account 432 and instead may direct the user415 to a different page 423 according to embodiments, or involve no UIor interaction 413 change such that the user 415 would navigate the OLBwebsite 422 according to the original pre-defined interaction structure.

Continuing the above example, if the user 415 logs in every other Fridayto check if their electronic paycheck has been deposited, the analyzer620 will detect the recurring action 424 r of checking transactionhistory, and the user profile data 414 r is temporal data of an actionon the same day of every other week, rather than every week. Thus, withembodiments logging and analyzing data of the prior online bankingsessions and generation or application of a rule 623 involving the sameday of every other week, the user 415 will be immediately directed tothe transaction history for Friday, the 1^(st), but not Friday the8^(th), but will be immediately directed to the transaction history pagefor Friday, the 15^(th), but not Friday, the 22^(nd), and so on giventhe rule 623 applicable for every other Friday. Thus, if themodification module 426 does not make any other UI or interaction 413changes for Friday the, the 8^(th) and Friday, the 22^(nd), the user 415would navigate the pre-defined interaction structure of the OLB website433 without any modification.

A further example involves the user 415 making purchases that arereflected in the account 432 at the same shopping center and checkingtheir balances with a computing device 410 in the form of a mobilecommunication device such as a smartphone. Thus, in this example, therecurring action 424 r that is detected is checking an account balance,and user profile data 414 r involves one or more of computing device 410identification (smartphone) and location (e.g., shopping center locationand/or location of mobile communication device determined by GPS and/orIP address). Location may be determined by data transmitted from themobile communication device or from Internet communications used to login from the mobile communication device. In this case, the analyzer 620detects the recurring action 424 r and the location-based user profiledata 414 r is computing device 410 and location data. Thus, withembodiments logging and analyzing data of the prior online bankingsessions and generation or application of a rule 632 involving themobile communication device and shopping center location and/or mobilecommunication device location such that when such user profile data 414r is received, detected or derived, the user 415 will log in using themobile communication device and then be immediately directed to thetransaction history for Friday, the 1^(st), but not Friday the 8^(th),but will be immediately directed to the page with account balances or apage including balance of a particular account 432.

Referring to FIG. 13, generally illustrates components of a computingdevice 1300 that may be utilized to execute embodiments and thatincludes a memory 1310, account processing program instructions 1312, aprocessor or controller 1320 to execute account processing programinstructions 1312, a network or communications interface 1330, e.g., forcommunications with a network or interconnect 1340 between suchcomponents. The memory 1310 may be or include one or more of cache, RAM,ROM, SRAM, DRAM, RDRAM, EEPROM and other types of volatile ornon-volatile memory capable of storing data. The processor unit 1320 maybe or include multiple processors, a single threaded processor, amulti-threaded processor, a multi-core processor, or other type ofprocessor capable of processing data. Depending on the particular systemcomponent (e.g., whether the component is a computer or a hand heldmobile communications device), the interconnect 1340 may include asystem bus, LDT, PCI, ISA, or other types of buses, and thecommunications or network interface may, for example, be an Ethernetinterface, a Frame Relay interface, or other interface. The networkinterface 1330 may be configured to enable a system component tocommunicate with other system components across a network which may be awireless or various other networks. It should be noted that one or morecomponents of computing device 1300 may be located remotely and accessedvia a network. Accordingly, the system configuration provided in FIG. 13is provided to generally illustrate how embodiments may be configuredand implemented.

Method embodiments may also be embodied in, or readable from, acomputer-readable medium or carrier, e.g., one or more of the fixedand/or removable data storage data devices and/or data communicationsdevices connected to a computer. Carriers may be, for example, magneticstorage medium, optical storage medium and magneto-optical storagemedium. Examples of carriers include, but are not limited to, a floppydiskette, a memory stick or a flash drive, CD-R, CD-RW, CD-ROM, DVD-R,DVD-RW, or other carrier now known or later developed capable of storingdata. The processor 1320 performs steps or executes program instructions1312 within memory 1310 and/or embodied on the carrier to implementmethod embodiments. Further, embodiments may reside and execute on amobile communication device such as a cellular telephone or smartphone.

Although particular embodiments have been shown and described, it shouldbe understood that the above discussion is not intended to limit thescope of these embodiments. While embodiments and variations of the manyaspects of the invention have been disclosed and described herein, suchdisclosure is provided for purposes of explanation and illustrationonly. Thus, various changes and modifications may be made withoutdeparting from the scope of the claims.

For example, it will be understood that logged or stored data can beanalyzed to identify one or multiple recurring actions and associatedone or more types of user profile data. Moreover, rules may involve UIor interaction modifications following login to the account or launch ofan application or program, e.g., executing on a mobile communicationdevice, but other embodiments may involve directing the user to asequence of multiple pages or presenting pages to the user forselection, thus serving up modified UI or interactions as predicted fromanalysis of the logged page/screen and user profile data.

Further, while embodiments are directed to a user accessing anintermediate computer hosting the OLB program and modification module,other embodiments may involve a FI computer executing these componentsand the user accessing the FI computer directly.

Further embodiments may involve UI or interaction modification whileaccessing the OLB website using a computer or other computing devicesuch as a mobile communication device, in which case embodiments may beincluded within an application executing on the mobile communicationdevice.

Additionally, while certain embodiments have been described withreference UI to modifying a UI or user interaction with an OLB website,embodiments may also be utilized to modify a UI or user interaction withother financial services and accounting applications such as QUICKBOOKSonline accounting application. QUICKBOOKS is a registered trademark ofIntuit Inc., Mountain View, Calif.

Where methods and steps described above indicate certain eventsoccurring in certain order, those of ordinary skill in the art havingthe benefit of this disclosure would recognize that the ordering ofcertain steps may be modified and that such modifications are inaccordance with the variations of the invention. Additionally, certainof the steps may be performed concurrently in a parallel process whenpossible, as well as performed sequentially.

Accordingly, embodiments are intended to exemplify alternatives,modifications, and equivalents that may fall within the scope of theclaims.

What is claimed is:
 1. A computer-implemented method for modifyingoperation of an online banking website having a pre-defined interactionstructure, the predefined interaction structure comprising a fixedsequence of pages or screens that a user can navigate to reach a page orscreen accessed by the user to execute a recurring online bankingaction, the method being performed by a computer and comprising: thecomputer logging data of online banking sessions and respective userprofile data of respective online banking sessions; the computeranalyzing logged data of prior online banking sessions performed by theuser and identifying the page or screen of the online banking websiteaccessed by the user to execute the recurring online banking actionduring respective different online banking sessions, and respective userprofile data associated with the recurring online banking action; andafter logging and analyzing prior online banking session data, thecomputer, for the current online banking session: receiving credentialdata entered by the user into a login page of the online bankingwebsite, receiving user profile data of a current online bankingsession, comparing the user profile data of the current online bankingsession and logged user profile data and determining whether the userprofile data of the current online banking session and the logged userprofile data match, and automatically presenting, without further userinteraction, the identified page or screen associated with the loggeduser profile data to the user based at least in part upon the userprofile data of the current online banking session matching logged userprofile data such that at least one other previously stored page orscreen of the pre-defined interaction structure that would have beenpresented to the user while navigating to the identified page or screenis bypassed and the user is transferred to the identified page or screendirectly without navigating through any intermediate page or screen ofthe pre-defined interaction structure and without the user requestingthe identified page or screen, wherein the user profile data identifyingor indicating a type of computing device utilized to access the onlinebanking website, a frequency the user accessed the online bankingwebsite, and a location of the computing device associated with therecurring online banking action, the location of the computing devicebeing based on positioning system data, and when the user profile dataof the current online banking session matches logged user profile data,said computer further identifying a rule involving the matching loggeduser profile data and determining the identified page or screen beingbased at least in part upon execution of the rule; generating atemporary copy of the online banking website, wherein the identifiedpage or screen is automatically presented to the user by the temporarycopy of the online banking website; and deleting the temporary copy ofthe online banking website after the current online banking session hasbeen terminated.
 2. The method of claim 1, else when the user profiledata of the current online banking session does not match logged userprofile data, the computer presenting the online website to the usersuch that the user can navigate the pre-defined interaction structurewithout bypassing any pages or screens of the pre-defined interactionstructure.
 3. The method of claim 2, when the user profile data of thecurrent online banking session does not match logged user profile data,the computer presenting a home page of the online banking website to theuser after the user logs into the financial account.
 4. The method ofclaim 1, wherein the identified page or screen that is automaticallypresented to the user without further user interaction is the next pageor screen presented to the user after the user logs into the financialaccount by entering the user's login credentials.
 5. The method of claim1, logging data of online banking sessions being triggered based atleast in part upon the user initiating an online banking session bylogging into the financial account.
 6. The method of claim 1, loggingdata comprising logging data of a plurality of different online bankingsessions that occurred at different times during which respective onlinebanking actions were executed.
 7. The method of claim 1, identifying thepage or screen of the online banking website accessed by the user toexecute the recurring online banking action comprising: identifyingwithin the logged data multiple instances of execution of the sameonline banking action; and identifying the page or screen utilized toexecute the same online banking action.
 8. The method of claim 7,wherein the user profile data associated with each of the multipleinstances of execution of the same online banking action is the same. 9.The method of claim 7, wherein different user profile data is associatedwith different instances of execution of the same online banking action.10. The method of claim 7, the screen or page being identified forpresentation to the user and bypassing at least one other page or screenof the pre-defined interaction structure after the computer identifies apre-determined minimum number of instances of execution of the sameonline banking action within the logged data.
 11. The method of claim10, the recurring online banking action is identified based at least inpart upon identifying at least three instances of the same onlinebanking action during three different online banking sessions.
 12. Themethod of claim 1, the pre-defined interaction structure comprising aplurality of linked pages or screens for presentation to the user in apre-defined sequence.
 13. The method of claim 1, wherein after the userlogs into the financial account through the online banking website, theidentified page or screen is presented to the user before any other pageor screen of the online banking website is presented to the user. 14.The method of claim 1, further comprising the computer identifyingwithin logged data: a second page or screen of the online bankingwebsite accessed by the user to execute a second recurring onlinebanking action during respective different online banking sessions, andrespective second user profile data associated with the second recurringonline banking action; and for the current online banking session, thecomputer comparing the second user profile data of the current onlinebanking session and logged user profile data, and when the second userprofile data matches logged user profile data, and presenting the secondidentified page or screen associated with the logged user profile datamatching the second user profile data to the user such that at least onepage or screen of the pre-defined interaction structure that would havebeen presented to the user while navigating to the second identifiedpage or screen is bypassed.
 15. The method of claim 1, the user profiledata further indicating how the user accessed the online bankingwebsite.
 16. The method of claim 1, the location comprising a residenceor a place of employment of the user.
 17. The method of claim 1, theuser profile data further indicating when the user accessed the onlinebanking website.
 18. The method of claim 17, the user profile dataindicating at least one of a date and a time the user accessed theonline banking website.
 19. The method of claim 1, the user profile datafurther comprising a date and a time the user accessed the onlinebanking website.
 20. The method of claim 1, further comprising thecomputer determining that a rule does not exist for user profile data ofthe current online banking transaction that matches logged user profiledata, and generating a new rule or updating an existing rule to indicatethat the identified page or screen should be presented when user profiledata of the current online banking session matches logged user profiledata associated with the identified page or screen.
 21. The method ofclaim 1, further comprising the computer receiving feedback from theuser regarding the identified page or screen that was presented to theuser during the current online banking session; and generating a newrule or updating an existing rule based at least in part upon thereceived feedback.
 22. The method of claim 1 being performed by acomputer of the financial institution hosting the online banking websiteand the financial account.
 23. The method of claim 1 being performed byan intermediate computer in communication with a computing device of theuser and a computer of the financial institution through respectivenetworks, the intermediate computer hosting the online banking websiteand accessing the financial account the user has at the financialinstitution.
 24. The method of claim 1, wherein the user is directed tothe identified page or screen without a use of a browser bookmark.